digital 201: online acquisition
DESCRIPTION
DMA Nonprofit Digital Day NY June 11, 2014 Digital 201 - Online Acquisition Liz Murphy, RedEngine DigitalTRANSCRIPT
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Nonprofit Digital Day
Online Acquisition: Strategies to Acquire and Upgrade Donors & Supporters
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Before we start, tell me why you’re
here…
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Today, we’ll talk about…
Acquiring new donors, emails, advocates, others Upgrading donors, emails, advocates, others Retaining donors, emails, advocates, other
And the strategies that will help you make it happen.
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Knock, Knock, Who’s There?
Imagine if new donors were actively knocking on your door to give!
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The Reality
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Acquisition Goals
New donors to file (sustainers or 1x or both?) New buyers or members New advocates New email addresses New mobile #s New social followers Others?
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Upgrade Goals
Advocate, email sub, social follower >> donor 1x to sustainer Increased gift frequency Action frequency Increased average gift (giving tiers) LTV Others?
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Your Value Proposition
What are your engagement triggers?
Mine your analytics and other channels• Top issues/topics• Content path to
donation• What’s working in
social, direct mail, telemarketing, TV?
• Donor research
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4-Second Rule
Is it compelling visually?
Simple to understand and do?
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4-Second Rule
**Will the completed action make “ME the donor” feel good? The headline should communicate the value proposition for the
donor• Do not talk about what your organization does! • They’ll share more if you make them feel good about their
action
Litmus Test: How often do you use your org name as a noun compared to the word “you” in copy?
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Goodwill.org
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www.humanesociety.org
TIP: Rewrite your headlines with a benefit to the donor!
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4-Second Rule
Do you offer tangible results of their gift/action? $49 will send three girls to school for one year
Can they trust you?
Remove any obstacles to not trusting Add “Learn More” links, FAQs, trust symbols, mission info,
testimonials, reviews, ratings
Why you and not your competitor? What is unique about your org, approach or solution?
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A Picture is Worth a Thousand Words
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Is Your Offer Appropriate?
Think Context: New visitor vs. not
Big brand vs. not
Big $ ask vs. small $ ask vs. engagement ask
Relevance and timeliness
Easy Ask
Bigger Ask
Biggest Ask
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Don’t Forget to Test and Segment
Images, content, call to action Segmented messaging if you have multiple
audiences • Issue-based• Age or gender-based • Proprietary info (pet type, disease, other)• Geography
Check out whichtestwon.com and marketingsherpa.com
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Nature.org
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Your Acquisition Model
Does your acquisition model look like this?
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Your Acquisition Model
Or this?
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Use the Full Arsenal of Media Tactics
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Acquisition Model #1
Capture + Cultivate + Convert • Use Advocacy, Issue-based campaigns, Evergreen themes as
the carrot • Use Web optimization, SEO, SEM, Advertising, Social and Email
to drive traffic to optimized pages for capture• Create personalized communications stream – email, phone,
DM -- for categories/sources/groups of prospectsCultivate and Convert
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STRONG Email Value Proposition
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Lots of Ways to Cultivate An Email
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Taking the Wonk Out of Advocacy
This quiz connects the dots (educates and moves them to action)
Great way to make a complex issue seem simple
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Capture Your Most Qualified Audience
Your own visitors!
Use lightboxes on select pages (can be customized per page category)
“Evergreen” pledges of support or campaign specific asks
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Why Not?
Do you have a new report, project you are working on? Even a new website design – ask if they want to be part of a beta group.
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Advocacy Petitions On and Off Your Site
Use petitions to get them onto your mailing list, etc.—into “top of funnel
Use visuals and videos
Sign PetitionReceive Series of Emails
Telemarketing Call Direct Mail
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Mission-Driven Engagement Campaigns
Org-Created Campaigns Tied to Mission• Contests, Sweeps,
Quizzes • Use existing content
on your site and repurpose
• Leverage Celebrities and Corporate Partners to Increase media coverage and reach
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Use Your Assets!
Use SEM and Grants to get in front of people who might not otherwise see your content (already existing)
Retarget visitors after they leave your site
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Acquisition Model #2
1-step from prospect to donor
Use lightboxes, email, SEM, SEO, targeted advertising and DM to acquire
Typically requires strong brand recognition Bolstered by DRTV, media coverage, celebrity
endorsements
Cultivate and Convert
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Use PPC/SEM Advertising to Acquire
Use paid and Google Grants advertising to get visibility on a mission topic and drive qualified new prospects down the conversion funnel
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SEO Optimization Drives Them Home
Use SEO to optimize specific pages and forms to attract qualified prospects.
For email acquisition, optimize topic-centered pages with an embedded email signup or contextual donation ask
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Site Optimization: Incentives and Urgency
Tangible Goal, Push Date + Premium
Brought in 42% of EOY donations
Lifted avg gift by 50% for ALL donors
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Personalize, Talk to ME, not everyone!
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Provide Tangible Ways Your $ Will Help
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KISS (Keep It Simple and Strong)
Charity Water: Donation form teaser is the key feature on their donate landing page above other ways to give
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Use Events Even If You Don’t Have Any
Org-created “events” or leverage another planned or unplanned event not your own
• Special Giving Occasions – Mother’s Day, Thanksgiving, Super Bowl, International Women’s Day
• Emergencies, Reports• Legislative events/crises• Branded org sports or other events (Anniversaries,
Auctions, etc.)
• BONUS – Celebrities or Partners, always!
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Be Opportunistic
Malala shooting
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Stories and Examples Make It Real
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Welcome/Conversion Series
Sooner is better. 30-90 days is your window Triggered email series w/ content customization
by source, issue they came in on mentioned in first email.
Some elements to include:• If they came in on an action, send them another• Surveys are good introducers. You get great info on prospects
and people want to be asked their opinions!• Video about your work with free app or social invitation• Quizzes, voting contests, Petitions • Monthly ask • Include a fallback 1x ask
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Upgrade Strategies
Converting a 1x client to a monthly client Increasing number of gifts/year or average gift
Triggered emails once you meet certain criteria (e.g., give up to 3 gifts per year of $00 or less)
Targeted display ads based on email address or name and address integrated with phone and mail
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Optimize Your Donation Forms
Test a Monthly Upsell Target Window at Point of Giving Asking for a Monthly Gift Instead
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Catch Them at the Perfect Time!
Upgrade those EOY donors!
Email, Retargeting advertising, dynamic form levels
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Make it easy for a donor to give monthly Don’t leave it to a default checkbox
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Create & test a partial donation box in sidebar
Incorporate Giving on Every Page
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Remove Obstacles to Giving with FAQs
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Test Monthly Push Select Times A Year
Homepage, Ways to Give page, other site pages
Social media integration (posts)
Experiment with “00 cents a day” and “Only $0.00 a month”
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Add a monthly offer to your SEM Adwords sitelinks
Test SEM ad copy and landing pages with monthly offers
Carve out part of your monthly media budget for monthly
Persistent and Prominent
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Retargeting Ads Based on Website Behavior
Display web ads to those who landed on your monthly form or pages but didn’t complete a gift
Are there other good prospects?
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CRM Advertising to Reach Specific Folks
Web and Social CRM - Integrated Email, DM & Digital Ads
Household Targeted Online Display Advertising to known prospects (Warm monthly donors, lapsed donors, warm prospects, etc.)
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Facebook CRM Offerings
Custom Audiences
• Audiences can be defined by either user email address, Facebook UIDs, user phone numbers, app user IDs, or Apple's IDFA
• Use Partnerships to leverage 3rd party cookie data
Lookalike
• Using Custom Audiences, you can create an audience that targets people who are similar to your custom audience list.
• Lookalike audiences help you reach people who are similar to your current supporters
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Facebook Retargeting: Segmentation
Segmentation & Bidding Strategy
• Determine your audience pools based upon the following factors• Top visited
pages• # of pageviews• e-commerce
Landing pages• Identify your
conversion funnel
Homepage
Pledges and Email Sign ups
Donation Forms
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Campaign Examples
Fundraising
Redengine’s paid Facebook campaign
for Matching Gift with CARE resulted in:
Decreased CPA by 100% from beginning of campaign to end
While maintaining an ROA over 300%
Facebook Retargeting: Segmentation
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Facebook Retargeting: Segmentation
• Only visited homepage
• Bid less: $0.69-$0.75
Bob
• Signs a pledge
• Bid more: $0.75-$1.00
Sally
• Visits a donation form
• Bid more aggressively: $1.00-$1.50
Debbie
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Prospective Advertising for New Donors
Online Prospective Advertising (Look-Alike Modeling and Targeting) and Retargeting• Display, video, mobile, social advertising• Creates a model based on your current donors. • Provides demographic, geographic and lifestyle insights on
those engaging with you. • Leverages real time buying to get you the impressions • Excludes current donors
Rocketfuel, Quantcast, Amazon
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Retention: The Most Important Part
How do we fight 30-40% renewal rates?
Communicate and engage!
Create opportunities for them
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Segment and Test Based on Behavior
Non-donor action takers vs. major donor
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Thanks and Join Us Goes A Long Way
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Educate with Videos
Show AND tell always better
Educate donors about your work and the problems you are solving
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Don’t Forget to Keep Asking
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Be Personal and Continue the Love
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Engage in All Channels
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How Will You Measure Success?
Set up your tracking and metrics before you start• How will you measure success? • What tools and tracking strategies
will you use to track and measure? • Donation ID capture• Database matchback? • Google Analytics?• CRM?• Combo and manual matchback?
TIP: Always use at least 2 sources for tracking
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It Takes A Village…
Digital as an acquisition channel depends on the support of other departments:• Communications to generate news (and traffic to your site) and
engage and motivate social followers • Advocacy to create online action opportunities for prospects to
quickly engage with your cause• Development to integrate your acquisition with the efforts of
direct mail, DRTV, and other offline efforts• IT/Database management to capture and “tag” new
leads/donors by origin source to lead them thru the appropriate conversion funnel and to calculate long-term value (LTV) over time